Aspen Australia have launched a new TV, online and print campaign for their Herron Gold paracetamol and Herron Blue ibuprofen pain relief products. The campaign features Australian comedy duo the Umbilical Brothers and was created by Mammal, a Sydney based creative and production company. As one of the few major players in the analgesics market to offer both paracetamol and ibuprofen based products, Aspen Australia wanted a campaign to educate the market and explain that different kinds of pain require different kinds of pain relief. At the same time, they wanted the advertising to differentiate the Herron brand from its competitors. Mammal was awarded the project after a 5-way pitch driven by creative research. In addition, Mammal’s unique combination of creative, production and post-production under one roof, meant efficiencies, which enabled the campaign to be delivered against a specific budget. Commenting on the campaign, Steven Waller of Aspen Australia said, “We were impressed with the creative expression of the insights uncovered in consumer research. The creative is disruptive, and engaging. It turns analgesic advertising on its head.” The campaign will have several phases and includes a number of TVC’s together with online, out door and point sale.